My talk from the 2017 Information Architecture Summit in Vancouver, BC on March 24th. An earlier versions of this talk was also presented at Taxonomy Bootcamp in Washington, DC on November 15th, 2016.
4. #LIZARDBRAIN ANDY FITZGERALD | @ANDYBYWIRE
TEN SECONDS
“The first 10 seconds of
the page visit are
critical for users'
decision to stay or
leave.”
– Jakob Nielsen
6. #LIZARDBRAIN ANDY FITZGERALD | @ANDYBYWIRE
LIZARD BRAIN
‣ Two systems for making meaning
‣ Words as activation patterns
‣ Cognitive frames for understanding
‣ Putting it all together
8. ‣ System 1
‣ System 2
#LIZARDBRAIN ANDY FITZGERALD | @ANDYBYWIRE
TWO SYSTEMS
Operates automatically and quickly with
little or no effort and no voluntary control
Allocates attention and effort and is
associated with agency, choice, and
concentration
9. ‣ System 1
‣ System 2
#LIZARDBRAIN ANDY FITZGERALD | @ANDYBYWIRE
TWO SYSTEMS
17 X 24 =
a math problem
probably neither 124 nor 16,548
17 x 24 = 408
11. #LIZARDBRAIN ANDY FITZGERALD | @ANDYBYWIRE
TWO SYSTEMS
– Daniel Kahneman
“If System 1 is involved, the conclusion
comes first and the arguments follow”
12. #LIZARDBRAIN ANDY FITZGERALD | @ANDYBYWIRE
TWO SYSTEMS
‣ Visitors don’t read, they scan
‣ Key words are automatically parsed
‣ The first and easiest sensible solution wins
14. #LIZARDBRAIN ANDY FITZGERALD | @ANDYBYWIRE
– Gilles Fauconnier
ACTIVATION PATTERNS
“Linguistic expressions prompt
for meanings rather than
represent meanings”
23. #LIZARDBRAIN ANDY FITZGERALD | @ANDYBYWIRE
ACTIVATION PATTERNS
‣ Words don’t “mean” on their own – we assign them
meaning on the fly
‣ Vocabularies take on sense based on the activation
patterns in which they’re presented
‣ Visual design and layout can influence activation patterns,
but rarely create new meaning alone
25. #LIZARDBRAIN ANDY FITZGERALD | @ANDYBYWIRE
– Gilles Fauconnier
COGNITIVE FRAMES
“Mental spaces are small, conceptual packets
constructed as we think and talk, for
purposes of local understanding and action”
26. #LIZARDBRAIN ANDY FITZGERALD | @ANDYBYWIRE
COGNITIVE FRAMES
‣ global insight
‣ human scale understanding
‣ new meaning
38. #LIZARDBRAIN ANDY FITZGERALD | @ANDYBYWIRE
COGNITIVE FRAMES
‣ Frames are how we understand where we are and what
we can do there
‣ Successful frames create human scale understanding
‣ Leveraging human-scale experience helps us see and
create new meaning
40. #LIZARDBRAIN ANDY FITZGERALD | @ANDYBYWIRE
PUTTING IT ALL TOGETHER
‣ Select language for the easy construction of
intended meaning
‣ Create intentional activation patterns
‣ Build to the human scale